Video advertising is constantly evolving. Buyers today engage with videos through technology that didn’t exist only a decade ago, and brands are leveraging an expanding ecosystem of tools to reach them. Increasingly, advertisers and agencies are turning to programmatic platforms, which automate and optimize buying and selling.
We all know that any valuable technology should make you smarter, more efficient, and more effective. But when it comes to a video ad platform, what do those terms actually mean? Last week on the blog, we talked about the first pillar — how platforms make video ads smarter. This week, we’ll turn our focus to the second pillar: Efficiency.
Here are four ways that a video ad platform should you more efficient:
1. You can buy ads at the single-impression level. Traditionally, advertisers and agencies set a single price they’re willing to pay for millions of impressions. But not all impressions are created equal — a viewer outside of your target demographic is worth less than your ideal buyer. Using a platform with real-time bidding, you set the price for each individual impression. This gives you greater control over cost, and greater precision in who views your ad.
2. You can automate your process. There are thousands of potential placements for any given ad — how do you select and negotiate for the right inventory? More importantly, how do you scale that process? A good platform automates placement, helping you access the best inventory across websites, mobile websites, and mobile apps.
3. You can view your entire performance in one place. Optimizing your campaigns is all about recognizing patterns, and then steering your strategy in the right direction. If you can’t understand your campaign performance holistically, you can easily miss patterns in consumer behavior, and opportunities to improve. A video ad platform gives you one source of information about your campaigns.
4. You can control frequency. You’re probably buying inventory from multiple publishers, but that makes frequency hard to manage. And if you’re buying inventory from multiple sources — from publishers, through ad networks, or through ad exchanges — it’s even harder. A platform helps you prevent audience overlap between publishers, managing frequency across all inventory sources.
To learn more about working efficiently with video ad platforms, download our new ebook: Seeing is Believing: Smart, Efficient Marketing with the Right Video Advertising Platform